The Future of Franchising: Resilience, Relationships, and 365-Day Engagement

In a world that changes by the minute, the franchise business model remains a steadfast pillar of the global economy. In a recent episode of The Franchise Edge podcast, Jamie Adams, Scorpion’s Chief Revenue Officer, sat down with Matthew Haller, the President of the International Franchise Association (IFA), to discuss the state of the industry, the lessons learned from the pandemic, and what the future holds for franchise brand owners.

Franchising: A Model of Resilience

Matt Haller, who has been with the IFA for 15 years in various leadership roles, opened our conversation with a powerful observation: “Franchising is an incredibly resilient business model”. This resilience isn't just a theory; it was proven during the height of the COVID-19 pandemic. While many independent small businesses struggled to navigate the complex landscape of government aid and health regulations, franchise systems provided a built-in support network that helped thousands of owners keep their doors open.

Shifting Focus: From Franchisors to Franchising

One of the most significant shifts Matthew led at the IFA is an intentional move toward representing the entire franchise ecosystem, not just the interests of franchisors. By creating a more inclusive environment for franchisees within the IFA’s leadership and strategy, the organization has been able to deliver more holistic support.

This was particularly evident during the pandemic when the IFA fought for Paycheck Protection Program (PPP) loans and fair tax treatment for franchisees. As Matthew noted, the goal is to drive unit-level economic performance, ensuring that the business owner at the local level is profitable and supported.

The 365-Day Engagement Model

Before the pandemic, many saw the IFA primarily through the lens of its massive annual convention. However, the inability to meet in person forced a radical digital transformation within the organization.

"We didn't really have infrastructure to do education online right before COVID," Matthew shared. This led to serious investments in technology and people to create the IFA Learning Academy and the Certified Franchise Executive (CFE) program.

Today, the IFA has moved from being a "four-day event" to a 365-day-a-year engagement platform. Whether it's through marketing, development, or technology, the IFA now meets its members where they are, whenever they need support.

Key Takeaways for Brand Owners

For franchise brand owners looking to scale, Matthew’s insights offer a clear roadmap:

• Prioritize Unit-Level Economics: Your brand is only as strong as your least profitable franchisee.
• Foster Intentional Relationships: The franchisor-franchisee relationship requires constant nurturing and thought leadership.
• Invest in Ongoing Education: Use platforms like the IFA to stay ahead of policy changes and marketing best practices.

As the economic landscape continues to evolve, the partnership between organizations like the IFA and local franchise owners will be more critical than ever. As Haller aptly put it, the goal is to turn growth visions into reality by leveraging a community that thrives on shared success.